A recent study published in the journal Industrial Marketing Management showed that nearly half of business-to-business (B2B) startups intentionally decide not to do any marketing. This decision had far-reaching effects, impacting the startups' valuation and growth potential.
According to the study authors, many early stage B2B startups believe that any investment in systemic marketing will not pay off. However, the five tactics listed in this article are tried and tested and shown to help generate new business and improve valuations.
Email marketing
Email marketing is one of the most fundamental tactics in a B2B marketing strategy. It remains one of the strongest channels for reaching and engaging with leads. HubSpot estimates that email marketing has a return on investment of $36 for every $1 spent. Moreover, 81% of B2B marketers say their most used form of content marketing is an email newsletter.
However, email marketing takes careful planning. For this tactic to work, B2B marketers need to create different audience segments and send targeted messaging based on buying behavior, willingness to pay, or level of engagement.
"With email marketing, B2B marketers can target buyers with specific and personalized messages. By segmenting their email list, B2B marketers can send targeted messages to buyers who are most likely to buy," wrote Shopify.
Segmentation is just the start. B2B marketers must consider elements in email design that can directly impact conversion rates. For instance, B2B marketers should test subject lines with A/B testing, limit one call to action per email, and make sure any template or design is mobile responsive. These small details can make or break your email marketing campaign.
Most B2B brands don't benefit from social media sites like TikTok or Instagram, but LinkedIn is the one platform where it pays to implement a comprehensive strategy.
Search engine optimization
The B2B buyer's journey is different from that of the business-to-consumer (B2C) customer. Sales cycles are longer, prices tend to be higher, and the purchase decision often relies on facts rather than emotional appeal.
B2B customers spend 27% of their time in the purchase journey independently researching online, according to HubSpot. That means your website needs to be search engine optimized for your brand to be in the consideration mix.
Search engine optimization tactics like keyword optimization, a good user experience, on- and off-site links, and content marketing can all boost your website's search ranking. These tactics can quickly get complicated, but they pay off over time.
[Read more: 5 Smart Ways to Market Your B2B Business]
LinkedIn is a powerful B2B sales channel, but it should also be used in B2B marketing, too. LinkedIn is the ideal place to start building brand awareness, positioning your company, and generating new leads.
"Leverage this professional network to identify and engage with prospective buyers. Build your online presence, reach a broad audience, and increase sales," wrote Semrush. "As the world's largest professional network, LinkedIn can generate exposure for your brand. This exposure can help you build trust and establish yourself as an authority in your field."
Most B2B brands don't benefit from social media sites like TikTok or Instagram, but LinkedIn is the one platform where it pays to implement a comprehensive strategy.
[Read more: How to Build a Successful B2B Social Media Strategy]
Video
Video has become a surprisingly useful tactic for B2B marketers. Video content can personalize your brand at scale, introducing your brand to a much broader group of leads than your sales team can handle one on one.
Consider using video for product demonstrations, client testimonials, tutorials, or webinars. Videos can be highly effective lead magnets for engaging potential leads and staying in touch with your existing customers.
Customer relationship management
You may already be using a customer relationship management (CRM) tool, but it's the intention behind the software that can make all the difference. This tactic involves setting guidelines and best practices for how your B2B company interacts with its clients at every touchpoint, from sales and marketing to customer service. The overall goal is to improve customer satisfaction and loyalty, which can lead to increased sales and growth.
"Don't put the CRM system in a silo as if it is only a tool for marketing or for sales. See it as a solution for cross-functional teams that can be leveraged by anyone in the company who interacts with prospects and customers," wrote The Fool.
Try a few of these tactics to see what works best for your customers. Ultimately, any B2B marketing tactic is better than none, but these offer a good starting point for improving your long-term results.
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